Marketization of Care: How Consumers Navigate the Commoditized Eldercare Services Market

This study expands upon prior research on how consumers manage tensions around utilizing marketplace resources for performing intimate tasks by investigating intensive marketization of the eldercare industry. It delineates consumers’ subjective experiences and attempts to minimize tensions by leveraging diverse resources to circumvent more heavily commoditized forms of service.


Ankita Kumar (2019) ,"Marketization of Care: How Consumers Navigate the Commoditized Eldercare Services Market", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 135-141.


Ankita Kumar, Bucknell University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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